Hay Life Clothing is a new brand with a unisex profile that’s set to make an impact via big-name stockists like Next and John lewis, as well as wholesale deals with independent retailers.

The busy label becomes available on Next’s commercial platform this week, while at the same time, its products will also be available to rent through the John Lewis/Hurr-powered menswear rental platform.

Expect Hay Life to also launch more widely at John Lewis itself in August.

Meanwhile, it has also signed further partnerships with independents Out With Style and Outdoor and Country while it’s planning to add further stockists later this year.

And with a big focus on its sustainability pledge, the brand has also partnered with London-based repair and alteration platform Sojo to increase the longevity and circularity of its products.

Hay Life founder and consultant Ryan Llewellyn-Pace previously spent almost 10 years at British heritage brand Barbour, most recently serving as managing director, UK and Ireland until March 2023, and he’s focusing on promoting the ‘unisex’ angle of the brand. He said he wants its product “to be unconstrained by boundaries”.

The company is also partnering with charity YoungMinds that helps young people with identity issues.